How WONDA turned Malaysia's football rituals into a nationwide campaign

As football fever continues to grip audiences worldwide, WONDA Coffee is turning its attention to the rituals, conversations and shared experiences that have long defined football culture in Malaysia.

Through its latest campaign, "Semarakkan sokongan bersama WONDA" (Fuel the support with WONDA), the coffee brand is celebrating the moments that happen beyond the pitch, from late-night mamak sessions and watch parties to post-match debates shared over a cup of kopi tarik (pulled coffee).

Rolling out across television, radio, digital and retail channels, the integrated campaign aims to position WONDA as a companion for football fans throughout the season, particularly as supporters stay up for late-night fixtures played across different time zones.

At the centre of the campaign is a cinematic television commercial produced in collaboration with Astro Shaw. The film stars national footballers Akhyar Rashid, Syafiq Ahmad and Safawi Rasid alongside actor Amir Ahnaf, who reprises his role as Kahar from the Kahar: Kapla High Council.

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The campaign also extends into long-form storytelling through "Kisah di sebalik harimau" (The story behind the tiger), a five-part documentary series airing on Astro Arena. The series features Harimau Malaya players including Faisal Halim, Fergus Tierney and Syafiq Ahmad, offering fans a closer look at the sacrifices, challenges and personal journeys behind representing the national team.

WONDA has also anchored the campaign with a minute-long brand film, "Tarikan Harimau Malaya" ("The draw of Harimau Malaya"), featuring Kahar from Kahar: Kapla High Council alongside Harimau Malaya footballers Akhyar Rashid, Syafiq Ahmad and Safawi Rasid. The film sees the actor and players journeying through the Malaysian jungle, playing football to the beat of powerful drums amid the presence of tigers.

Throughout the film, Kahar recites a poem about their roar echoing as the world cheers them on, their stripes pressing forward, and their ability to seize every opportunity. The film culminates with the team standing alongside tigers in a football stadium.

In a subtle brand cue, "tarikan" also references WONDA's Kopi Tarik, linking the campaign back to the brand's core product.

According to Amy Gan, vice president of marketing at Etika, the campaign seeks to tap into Malaysians' collective passion for football while recognising the fans and moments that make the sport meaningful.

"Football is more than just a game. It is something Malaysians come together to enjoy, discuss and rally behind. As a proud partner of Malaysian football, WONDA Coffee wants to tap into this shared passion by honouring the fans and moments that make the game special," said Gan.

Beyond television and documentary content, WONDA is also extending the experience onto radio through the "WONDA Football Line" segment on FLYFM's breakfast show. The daily 90-second segment recaps key moments from the previous night's football action, covering dramatic goals, standout performances and major talking points, while inviting listeners to share reactions, debate match decisions and dedicate songs to their favourite teams.

Meanwhile, creator-led social content and weekly social media contests will offer fans the chance to win signed Harimau Malaya jerseys and limited-edition merchandise.

On the retail front, WONDA has partnered with myNEWS on a redemption programme that allows consumers who purchase six cans of WONDA Coffee to claim an exclusive limited-edition WONDA x Harimau Malaya magnetic card holder through the myNEWS app. Inspired by Malaysia's "Pemain Ke-12" or "12th player" supporters, the activation aims to recognise the passion and unwavering support that continue to fuel local football culture.

The latest campaign underscores WONDA's ongoing efforts to embed itself within everyday Malaysian rituals, using football as a platform to celebrate community, connection and national pride.

Last October, Wonda Coffee hosted its first daytime coffee rave, combining music, culture, and ready-to-drink coffee in a high-energy, alcohol-free setting. The event, held in conjunction with Malaysia Day, reflects a growing trend of non-alcoholic raves in Malaysia, where younger consumers seek immersive experiences that blend lifestyle and entertainment.

The coffee rave featured local artists including Sonaone, Joe Flizzow, Jakeman, and Ayana, brought on through partnerships with Fly FM and Hot FM; and took place at Rumah Tangsi in Kuala Lumpur and featured Wonda Kopi Tarik mixology alongside local kuih (traditional cakes) to reflect the Malaysian theme.

Leading up to the event, Hot FM, Fly FM, and Wonda Coffee amplified the campaign on social media, promoting the “Kopi Rave” and highlighting the DJs performing that evening.

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